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1. Page Templates that Work:
New research reveals 3 high-performing webpage templates
that consistently improve conversion
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JOIN THE CONVERSATION ON TWITTER
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TODAY’S TEAM
@jonpowell31
Jon Powell
Senior Manager
Research and Strategy
MECLABS
Paul Cheney
Editorial Analyst
MECLABS
@prcheney

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An Experiment

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EXPERIMENT: BACKGROUND
Background: An online printing company that specializes in delivering printed
marketing materials with minimal turnaround.
Goal: To increase the number of purchases online.
Research Question: Which product page will result in the largest purchase
rate?
Test Design: A/B Variable Cluster test
Experiment ID: TP1568
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:

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EXPERIMENT: VERSION A

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EXPERIMENT: VERSION A

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EXPERIMENT: VERSION B

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EXPERIMENT: VERSION B

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EXPERIMENT: SIDE BY SIDE
Version A
Version B

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EXPERIMENT: RESULTS
Design Conversion Rate
Version A 4.03%
Version B 7.55%
Relative Difference 87.4%
87.4% Increase in Conversions
The treatment page increased the rate of conversion by 87.4%
 What you need to understand: By re-sequencing product and process
information, the new product page template achieved an 87.4% increase in
conversions.

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EXPERIMENT: RESULTS
9.4%IN CONVERSIONS
87.4%IN CONVERSIONS
5,368%IN CONVERSIONS
19%IN CLICKTHROUGH
34.6%IN CLICKTHROUGH
Because the changes did not alter CMS content, they were
further tested across additional SKUs

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Key Principles
1. Philosophically, the marketer should be able to distinguish between two
essential parts of any marketing creative:
1. The Form: The elements of marketing collateral that transcend the specific instance
of the marketing message. (e.g., page templates, copy-length, forms fields, etc.).
2. The Substance: The elements of marketing collateral that are instance-specific.
Generally, they are tied closely to the specific expression of the offer’s value
proposition.
2. When done properly, testing the “form” elements of a web page creates a
significant opportunity for compounding results.
WEBSITE TEMPLATES

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Ad Group A
Brand Terms
Ad Group B
New Movers Lists
Ad Group C
Bankruptcy Lists
Ad Group D
New Homeowners Lists
Ad Group E
New Business Lists
257% 28% 603% 302% 451%
COMPOUNDING RESULTS
201%

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Key Principles
3. For page templates specifically, there are no absolute rules when it comes to
“best practices”; however a meta-analysis of our experimentation reveals
common patterns across industry for successful page templates.
WEBSITE TEMPLATES

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Today, we are going to walk through the field-tested
templates for 3 of the most common webpages on a website
TODAY’S FOCUS
Channel
Main Offer
Page
Checkout
Page
Directory
Page
Standard Conversion Path

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Template #1
Main Offer Page

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Main Offer Page: A page containing specific product, service, offer
information designed to help a customer come to a primary decision
MAIN OFFER PAGE
Channel
Main Offer
Page
Checkout
Page
Directory
Page
Standard Conversion Path

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AS IT RELATES TO THE MIND…
Offer Page Trans. Page #1 Thank-you PageChannel Directory Page Trans. Page #2
High
Low
CognitiveMomentum
Goal: To obtain a
conversion
commitment
Goal: To engage visitor and lead
them to the most relevant value
Goal: To maintain the cognitive
momentum generated by the offer page
We are here

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EXPERIMENT: BEFORE, AFTER
44%Increase in lead rate
To ThisFrom This
Protocol ID: TP1530

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EXPERIMENT: BEFORE, AFTER
HEADER
Navigation
Logo
Footer
HEADER
Navigation
Logo
Footer
From This To This
83.7%Increase in conversions
Protocol ID: TP1457

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EXPERIMENT: BEFORE, AFTER
To This
From This
87.4%Increase in conversions
Protocol ID: TP1568

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EXPERIMENT: BEFORE, AFTER
To This
From This
324%Increase in click-through
Protocol ID: TP1635

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MAIN OFFER PAGE TEMPLATE
• Clearly visible headline
and sub-headline that
communicate the value of
continuing to the next
step
• An instantly recognizable
image that supports the
value on the page.
• A primary information
column to create linear
flow through the page
and minimize confusion

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MAIN OFFER PAGE TEMPLATE
• Easy-to-scan body copy to
propel the force of the value
proposition for the primary
offer
• One emphasized call-to-
action that appears clickable
and communicates exactly
what the customer will get
by clicking.
• Supporting content (i.e.
copy, images, testimonials,
reviews) to re-assure hesitant
visitors or educate detail-
oriented visitors

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MAIN OFFER PAGE VARIATIONS
Variation #1: Long Copy
• What makes it different:
• Substitutes a focus on
imagery to additional copy/
other forms of primary
content
• When it applies:
• When the substitute content
is more likely to increase a
page’s value force potential

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MAIN OFFER PAGE VARIATIONS
Variation #3: Integrated CTA (top)
• What makes it different:
• Instead of checking the
customer out entirely on a
new page, it integrates the
first step in the primary eye-
path
• It provides a balance of
primary value force content
instead of a full presentation
(long-copy or copy and
image)

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MAIN OFFER PAGE VARIATIONS
Variation #3: Integrated CTA (top)
• When it applies:
• When a single offer page
must serve multiple visitor
segments with varying
familiarity with the primary
offer
• When a page’s value force is
strong enough to allow a
significant reduction in
process friction

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Template #2
Transaction Page

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Transaction Page: A page, or series of pages dedicated to collecting
information from a customer required to complete a value exchange (i.e.
purchase, consultation)
TRANSACTION PAGE
Channel
Main Offer
Page
Transaction
Page
Directory
Page
Standard Conversion Path

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AS IT RELATES TO THE MIND…
Offer Page Trans. Page #1 Thank-you PageChannel Directory Page Trans. Page #2
High
Low
CognitiveMomentum
Goal: To obtain a
conversion
commitment
Goal: To engage visitor and lead
them to the most relevant value
Goal: To maintain the cognitive
momentum generated by the offer page
We are here

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EXPERIMENT: BEFORE, AFTER
Footer
Header Header
To ThisFrom This
Footer
7.3%Increase in completions
Protocol ID: TP1498

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EXPERIMENT: BEFORE, AFTER
To This
Protocol ID: TP1268
From This
12%Increase in completions

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EXPERIMENT: BEFORE, AFTER
From This To This
97%Increase in completions
Protocol ID: TP1214

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EXPERIMENT: BEFORE, AFTER
From this… To this…
109%Increase in Conversions
Protocol ID: TP1636

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TRANSACTION PAGE TEMPLATE
• Clearly visible headline and
copy to reiterate the value of
filling out the form
• Minimum required form fields
to complete the transaction and
ensure expected value
• Form field groups and headers
to further reduce friction
• Additional copy, pop-over links
to justify each form field relative
to the immediate value
exchange
What’s this?

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TRANSACTION PAGE TEMPLATE
• Testimonials and credibility
indicators are placed along the
side of the page to answer
questions concerning process or
value
• Single, clear call-to-action that
states what the customer will get
when they click
• Additional credibility indicators
placed in close proximity to the
call-to-action
What’s this?

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Template #3
Directory Page

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Directory Page: A page serving multiple objectives not necessarily connected
to each other. The goal of these pages is to direct them to the most relevant
offer (homepages, category pages, etc.).
OVERVIEW PAGE
Channel
Main Offer
Page
Checkout
Page
Directory
Page
Standard Conversion Path

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AS IT RELATES TO THE MIND…
Offer Page Trans. Page #1 Thank-you PageChannel Directory Page Trans. Page #2
High
Low
CognitiveMomentum
Goal: To obtain a
conversion
commitment
Goal: To engage visitor and lead
them to the most relevant value
Goal: To maintain the cognitive
momentum generated by the offer page
We are here

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EXPERIMENT: BEFORE, AFTER
19%Increase in click-through
Header Header
Navigation Navigation Navigation
Flash Banner
From This To This
Protocol ID: TP1499

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EXPERIMENT: BEFORE, AFTER
Footer
Logo Header
Navigation
From This
Protocol ID: TP1746
Logo
Footer
Header
Navigation
To This
25%Increase in click-through

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EXPERIMENT: BEFORE, AFTER
HEADER
Footer
HEADER
Footer
Navigation Navigation
From This To This
63%Increase in conversions
Protocol ID: TP1460

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EXPERIMENT: BEFORE, AFTER
From This To This
331%Increase in conversions
Protocol ID: TP1560

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DIRECTORY PAGE TEMPLATE
• Clearly visible headline and
sub-headline that
communicates the value
proposition of continuing
deeper into the site
• An instantly recognizable
image that supports the
primary expressed value
• Easy-to-scan body copy to
propel the force of the primary
expressed value

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DIRECTORY PAGE TEMPLATE
• Point-first header explaining
what can be done relative the
most immediate next step
• Content sections tailored to
attract the attention, interest,
action of a sole prospect group
(though content appears equally
weighted on the page, it is not so
in the mind of multiple prospect
groups)
• Supporting content to speak to
secondary visitor types

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DIRECTORY PAGE VARIATIONS
Variation #1: Two-Prospects
• What makes it different:
• Substitutes three sections of
prospect focused content
with only two
• When it applies:
• When there are two primary
prospect groups arriving to
the page instead of three

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DIRECTORY PAGE VARIATIONS
Variation #2: Short Copy
• What makes it different:
• Significantly reduces
introductory content to a
minimum
• When it applies:
• When visitors already arrive
with knowledge of the
primary value proposition
• When, in testing, a company
discovers that a minimal
introductory value force
content is optimal for
conversion

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AT THE END OF THE DAY..
Radical Redesigns: The objective is
to challenge the control enough to
generate a significant difference
Focused variable clusters: The
objective is to test the highest
performing variables and increase
channel specificity
Single variable testing: The objective
is to determine relative impact by
isolating variables
Testing Cycle
Key Principles
 Template testing

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Live Optimization

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LIVE OPTIMIZATION
3M
Primary objective(s):
Increase CTR
Primary audience:
Consumers interested in
product research
URL:
http://bit.ly/14VZSED

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LIVE OPTIMIZATION
Audimute
Primary objective(s):
Increase sales of
soundproofing parts
Primary audience:
Companies and individuals
looking for soundproofing
materials
URL:
http://bit.ly/148bUJZ

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